Influencing
the Influencers

Let’s be honest – slapping a logo on someone with 10 million followers and calling it a day? That’s so 2016. We are flipping the script on traditional marketing and building something way more powerful: real influence through real relationships. Our approach to influencer marketing is about connection, culture, and impact.

Alberto Turincio, the mind behind PUMA’s influencer strategy (aka Teamhead PR & Social Influence Sportstyle), gives us the inside scoop on how they’re turning cultural clout into brand gold.

From Ads to Authenticity: Welcome to the Era of Cultural Credibility

Forget old-school ads shouting “BUY THIS!” – because no one’s listening. As Alberto puts it:

“People don’t trust brands. They trust people.”

So PUMA isn’t out here paying people to pose in sneakers they’ll never wear. Instead, they’re building legitimate connections with cultural tastemakers – stylists, athletes, editors, and creators – who actually shape what’s cool before it hits the mainstream.

This way, PUMA stays ahead of the curve without trying too hard.

The Strategy works because it’s not paid. It’s personal.

“Today’s consumer can spot a paid post from a mile away,”

Alberto explains. Especially our main target group, Gen Z, will scroll right past it. That’s why PUMA’s focus is all about vibe-checking the partnership.

If someone’s wearing PUMA, it’s because they love it – not because they got a fat pay check for showing it. Think: curated showroom experiences, exclusive seeding lounges at global fashion weeks, and touchpoints that feel more like an invite-only hang than a brand pitch.

The result? When creators and cultural figures rock PUMA, it feels effortless. And when that happens, followers don’t just want the fit – they need it.

PUMA’s 3-Step Influence Gameplan

Here’s how the magic unfolds – because yes, there is a whole strategy behind:

1. Incubation Phase

Time: 6 months before launch
This is where PUMA starts planting the seeds. Stylists, editors, and low-key tastemakers get early access to products and moments (think exclusive fashion week lounges). These folks influence the people who influence the people.

2. Ignition Phase

Once the product is naturally showing up in the right circles – on the right fits, at the right events – it starts to gain traction. Creators catch on, content pops off, and suddenly it’s trending without a single “ad” in sight.

3. Maximize the Moment

By the time the product hits the shelves, everyone already wants it. The hype? Fully organic. The demand? Already here.

“We’re influencing the influencers,”

says Alberto.

“If we’re not creating the trend, no one is doing it for us.”

Mic drop.

The Speedcat: A Case Study in Cool

The return of the Speedcat – an iconic PUMA silhouette that got a 2024 glow-up – is proof that our strategy works.

Before the launch, PUMA quietly seeded 11,000 pairs to cultural insiders in fashion and sport. What happened next?

• Google searches went up 500%
• Instagram buzz hit hard
• Headlines like “Goodbye Samba, Hello Speedcat” started rolling in

Customers walked into stores asking for them by name – and some styles straight-up sold out. That’s the power of curated hype.

And it’s not just social numbers that count.

“When our execs hear about our events from outside sources – like editors, stylists, industry leaders – that’s when we know we’ve made real impact,”

Alberto shares.